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Study: Bad marketing data harms demand creation

Published on December 22, 2008.

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Wilton, Conn.—A new study by research company SiriusDecisions reveals that many databases of b-to-b companies are filled with inaccurate data, including records that have not been properly labeled, managed and maintained.

SiriusDecisions' study has found that 10% to 25% of b-to-b marketing database contacts contain "critical errors," ranging from incorrect demographic data to lack of information concerning current status in the buying cycle.

The company said that marketers with a healthy data-cleansing routine can realize nearly 70% more revenue than an "average" organization, based purely on data quality.

The company added that the average b-to-b organization typically doubles the amount of data every 12 months to 18 months, and the longer incorrect records remain in a database, the greater the financial impact.
—Christopher Hosford